Bootiiq started because I wanted to make clothes worth keeping — the kind you don't buy every season and replace.

Every piece is hand-embroidered, not printed. That's not a marketing line — it means someone sat with a hoop and a needle and put in the hours. Most of the women who do that work are from my own village. Before this, a lot of them didn't have real access to paid work. Now they do, and they're the reason any of this exists.

We name pieces in Urdu and Hindi because that's the language the designs actually come from — Jungle Mein Bahaar, Mor Nacha, Suraj Mukhi. Translate them and you'll see what I mean.

Nothing here is mass produced. If a piece sells out, it's genuinely gone until we make more, and the next one won't be identical — hands aren't machines, and that's the point.